The three-star brand will debut in Italy, with the first Moxy Hotel expected to open in Milan in early 2014. Marriott plans to add 150 of the franchised properties during the next 10 years in various European locations including Germany, Austria, the United Kingdom, Ireland, Belgium, Italy, The Netherlands, Denmark, Finland, Norway and Sweden.

Marriott, together with Nordic Hospitality, conducted consumer research across Europe during the past two years, including construction of sample rooms for focus group studies. (Read more: How Marriott's Trying to Get Its Mojo Back)

Based on that research, the 150- to 300-room hotels will feature upscale bathroom amenities, large flat-screen TVs and built-in USB ports in each wall socket in the rooms. Each room will also showcase a floor-to- ceiling signature "art wall" to reflect the local city and its surroundings.

The hotels will have two "Plug and Meet" meeting spaces on the lobby level with ergonomic seating, large writing walls and 56-inch TVs for presentation projection. And the lobbies will boast computer stations and 24/7 markets featuring snacks and drinks.

Wi-Fi will be complimentary for all guests. And the hotels plan to offer check-in via mobile devices, along with the traditional front desk option.